Product & App Growth Benchmarks
Published benchmarks for consumer and fintech apps, with every figure traced to the publisher that reported it.
The reason these pages exist in this form: published benchmarks disagree, often severely. Day 30 retention for fintech is reported at 11.6% by one source and 2% by another — a gap wider than the difference between a healthy app and a dying one. Almost every page answering these questions picks one figure and states it with confidence it has not earned.
These pages show every published figure, who published it, and why they differ. Where 9 of the cells below carry sources that contradict each other, the contradiction is the finding.
Currently 34 datapoints across 22 pages. Figures marked as taken from a publisher’s summary have not been read against the primary report.
Day 1 retention
The share of users who open the app again on the day after they first install it.
- Fintech & banking15–30%2 sources, disagreeing
- E-commerce & retail18–24.5%
- Gaming33%
- Health & fitness20–27%
Day 7 retention
The share of users still returning one week after install.
- Fintech & banking17.6%
- E-commerce & retail10.7%
- Gaming12%
- Health & fitness7%
Day 30 retention
The share of users still returning a month after install.
- Fintech & banking2–15%3 sources, disagreeing
- E-commerce & retail3–6%2 sources, disagreeing
- Gaming4–8%2 sources, disagreeing
- Health & fitness3%
- Social & communication15–20%
- Productivity10–18%
Install-to-purchase conversion
The share of installs that go on to make a first purchase.
- E-commerce & retail1–2%2 sources, disagreeing
- Travel2.41%
App store conversion rate
The share of people who install after encountering your store listing.
- Entertainment1.1%
- Medical & healthcare7.8%
- Subscription apps3.6–8.56%3 sources, disagreeing
Average revenue per user
Revenue divided by users over a period.
- Gaming0.02–57.64%2 sources, disagreeing
- Subscription apps0.5–9%3 sources, disagreeing
Trial-to-paid conversion
The share of users starting a free trial who convert to a paid subscription.
- Subscription apps15–65%2 sources, disagreeing
Comparing your own numbers?
A benchmark tells you whether to worry. It does not tell you which part of the funnel is causing it. The diagnostic separates acquisition, activation, retention, monetisation and measurement, so the answer points somewhere specific.
Run the diagnostic →